Commentary

Generation Z Speaks Their Minds

It seems protests are the new norm and Generation Z has been at the heart of much of the activity.

Gen Z, people born between 1995 and 2015, believes they can change the world,
according to our research. This is a generation of activists born in the post-Internet age and they have harnessed social media to marshal forces to their causes and tell the world what they
believe.

According to our research, social media is viewed as a significant tool for change by all Gen Zers with 65% of Asians and 64% of African Americans agreeing. These figures
are statistically significant to the 59% of non-Hispanic whites and 56% of Hispanics who also agree with this statement.

This generation is both the largest and most diverse
generation ever. It is likely the last non-Hispanic, white majority though only by a slim margin. Depending on how you parse the census figures, it could be the first majority minority generation.
Conservatives and liberals each want to claim them for their own.

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Conservatives claim Gen Z as fiscally conservative and focused on security having grown up in a post-recession
age surrounded by terrorism and school shootings. Liberals believe they appeal more to Gen Z because of the generation’s diversity and growing up with an African-American family in the White
House.

According to our research there are four big cross-cultural themes that drive this generation:

Diversity: This
generation generally likes to be surrounded by different people.

Digital detox: They are digital natives who value physical
experiences.

Justice: They believe they can make a difference and will use social media as a tool.

Nationality: They celebrate their cultural heritage, but aren’t identified by it.

Yet, according to our research, while
Gen Z is generally proud of its heritage, only 47% of non-Hispanic whites surveyed said they were proud of their heritage. Of the minority respondents, 73% of African American respondents agreed with
that statement, followed by 63% of Hispanics and 53% of Asians.

While that pride is there, a statement emerged from the research: “I would describe my culture as part of who
I am, but only part. I am more than my race.”

Despite its cross-cultural nature, Gen Z was well-represented at the “Unite the Right” rally on the campus of the
University of Virginia. A Gen Zer is accused of driving his car into a crowd of counter-protesters and killing 32-year-old Heather Heyer.

Cross-cultural Gen Z also marched
post-election with women earlier this year. They have helped further the Black Lives Matter movement. They protested the administration’s initial ban on Muslims traveling to the U.S. The
cross-cultural connection to social change is central to the daily lives of this generation. And Gen Z doesn’t hold back from making their beliefs known nor hide when confronting
controversial issues, like race or gender.